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Abstract
Pasture-raised livestock production offers opportunity for product differentiation
and enhanced sustainability. Shopper surveys at three Michigan retail locations
measured consumers’ attitudes and beliefs regarding pasture-raised livestock
products, and willingness to pay for pasture-raised milk and beef. The shoppers
associate pasture-raised products with attributes important to purchase decisions.
The shoppers express willingness to pay, on average, about 35% more for pasture-raised
milk and beef. Informational messages appear to have no effect on these
responses. We suggest pasture-raised is a viable marketing strategy and recommend
premium pricing strategies and promotion based on verifiable health
benefits.